Question 1

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

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Question 2

What is the model of service quality called? Identify the five gaps that can cause problems in service delivery and influence customer evaluations of service quality.

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Question 3

Nonprofit marketers face several limitations when making promotion decisions.What are some of these limitations? What two unique advantages for nonprofit organizations can help firms overcome these limitations?

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Question 4

Most products are actually a combination of goods and services.Describe the service benefits that might have led to the purchase of each of the following products:

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Question 5

What are the five key issues to remember when developing distribution strategies for service organizations?

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Question 6

SCENARIOS
Boutique Hotels
In an industry where guests are tired of cookie-cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor,and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,CD players,Aveda brand bath and hair products,and down comforters and pillows.
(Turn the page for questions related to the scenario.)
-Refer to The Ritzy Canine.What type of promotion strategy would you expect Ritzy Canine to use?

Accepted Answer

The scenario does not mention any specific promotion strategy for boutique hotels, but it does describe how these hotels cater to their guests' sense of personal image and differentiation. This suggests that creating a strong organizational image would be an important promotion strategy for boutique hotels.

Question 7

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

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Question 8

Nonprofit organizations do not make product decisions the same way that service providers do.List and briefly describe each of the three product-related decisions that are unique to nonprofit organizations.

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Question 9

Services have four unique characteristics that distinguish them from goods.Name and define each of these four characteristics.

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Question 10

You have been hired to promote the works of a local organization that provides services to troubled teenagers.Before beginning your job,you have been told that the organization cannot engage in advertising due to the sources of its funding.What three promotional options can you use?

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Question 11

Nonprofit organizations include a wide variety of entities ranging from the government to private,not-for-profit churches.Although nonprofit organizations differ substantially in size and purposes and operate in quite different environments,most perform common marketing activities.List four of these common activities.

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Question 12

Three target market issues are unique to nonprofit organizations.Name these three issues,and provide one specific example of each of these issues.

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Question 13

Services have four unique characteristics that distinguish them from goods: intangibility,inseparability,heterogeneity,and perishability.These characteristics can make the marketing of services more difficult.What special strategies should marketers adopt for services to address each of the four characteristics?

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Question 14

Relationship marketing can be practiced at three levels,each level adding a new kind of bond with the customer.Name and describe each of these levels,using a legal service to illustrate each level.

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Question 15

What three evaluation qualities of goods or services are used by consumers? Give an example of a service that exhibits each quality.

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Question 16

Briefly discuss the United States' role in global services marketing arena.Identify those industries playing a key role.What should a business do to be successful in the international marketplace?

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Question 17

Name and briefly define the three categories of pricing objectives for services.

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Question 18

What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in the United States?

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Question 19

There are four promotional strategies for dealing with the unique features of services.Name these strategies,and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example service.

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Question 20

Define core and supplementary services.Give an example of each for the following services:
a wedding consultant,a lawn care service,and tutoring service.

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Quiz 11: Services and Nonprofit Organization Marketing

Services have four unique characteristics that distinguish them from goods.Name and briefly define each of these four characteristics.Use the example of an airline to help describe each of the four characteristics.

What is the model of service quality called? Identify the five gaps that can cause problems in service delivery and influence customer evaluations of service quality.

Nonprofit marketers face several limitations when making promotion decisions.What are some of these limitations? What two unique advantages for nonprofit organizations can help firms overcome these limitations?

Most products are actually a combination of goods and services.Describe the service benefits that might have led to the purchase of each of the following products:

What are the five key issues to remember when developing distribution strategies for service organizations?

What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?

Nonprofit organizations do not make product decisions the same way that service providers do.List and briefly describe each of the three product-related decisions that are unique to nonprofit organizations.

Services have four unique characteristics that distinguish them from goods.Name and define each of these four characteristics.

You have been hired to promote the works of a local organization that provides services to troubled teenagers.Before beginning your job,you have been told that the organization cannot engage in advertising due to the sources of its funding.What three promotional options can you use?

Three target market issues are unique to nonprofit organizations.Name these three issues,and provide one specific example of each of these issues.

Relationship marketing can be practiced at three levels,each level adding a new kind of bond with the customer.Name and describe each of these levels,using a legal service to illustrate each level.

What three evaluation qualities of goods or services are used by consumers? Give an example of a service that exhibits each quality.

Briefly discuss the United States' role in global services marketing arena.Identify those industries playing a key role.What should a business do to be successful in the international marketplace?

Name and briefly define the three categories of pricing objectives for services.

What is nonprofit organization marketing? How does nonprofit marketing affect economic activity in the United States?

There are four promotional strategies for dealing with the unique features of services.Name these strategies,and give examples of each,using American Airlines (or another air carrier you are familiar with)as your example service.

Define core and supplementary services.Give an example of each for the following services: a wedding consultant,a lawn care service,and tutoring service.